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The role of marketing research in the pharmaceutical industry

Date of publication: June 15, 1970

Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products

Author: Alberta R. Edwards

Abstract:

The Marketing Research function in a multinational pharmaceutical company really divides itself into two major sectors: 1. Studies of local markets, which must be conducted in each individual country. 2. Studies of world trends, which must be carried out by a central Marketing Research Department. In our experience, these two functions are complementary.

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